Alibi Brewery Company is a modern take on the concept of a speakeasy. The bar is hidden behind towering timber doors, producing pints of aromatic liquid from bespoke brass pipes connected to the brew kettle next door. Every pint is served with an air of quality and sophistication. The brand embodies a sense of intrigue and slight illicitness associated with the prohibition era by exploring means of concealment. The logo is an illustration of a mirrored A accompanied with a logotype. The mirrored A serves as a monogram that references the Six Point Brewers Star, which is a symbol of purity and balanced brew. The mirroring alludes to smoke and mirrors, creating a mysterious undertone to the brand name. The monogram is one of many references to the recurring motif of the brand, reflecting that good beers exist to those who know where to find it.